A Study of Consumer Satisfaction Retention in MacDonald (Pizza Hut)

8/9/2019 A Study of Consumer Satisfaction Retention in MacDonald (Pizza Hut)

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A PROJECT REPORTOn

“A STUDY OF CONSUMER SATISFACTION RETENTIONIN MCDONALD”

Submitted towards Partial Fulfillment of

BACHELOR OF BUSINESS ADINIS!RA!ION

"AFFILIA!ED !O C#C#S# UNI$ERSI!%& EERU!'

"()*(+()*,'

SUBI!!ED B%-SHI$ANI SHARA

ROLL NO-+./000*1

BBA $I SE

UNDER !HE 2UIDANCE OF

E3ternal Su4er5isor- Internal su4er5isor-r# ANOOP ISHRA r# SUDHEER 6UAR

MANAGER Faculty, ManagementDIMS, Meerut

DEWAN INSTITUTE OF MANAGEMENTSTUDIES, MEERUT

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S!UDEN! DECLARA!ION

I S7i5ani S7arma& students of BBA final %ear. from DIS& eerut hereby

declares that the research reort ent!tled "A Stud8 of Consumer Satisfa9tion

Retention in a9Donald:# !s comleted and subm!tted under the #aluable

gu!dance of "r# Sud7eer 6umar& Fa9ult8 of ana;ement & DIS&

eerut: faculty of management, !t my or!g!nal $or%.

&h!s !mer!al !n th!s research !s based on the data collected by us #

&h!s research reort has not been subm!tted to CCS& Uni5ersit8 eerut or

any other un!#ers!ty for the urose of coml!ance of any re'u!rement of any

e(am!nat!on or degree.

Date


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PREFACE

&h!s reort re#!e$s the =A Stud8 of Consumer Satisfa9tion Retention in

a9Donald :# I ga#e a br!ef h!story of the comany *h!story, Ach!e#ements, and

gro$ths of the comany. It uts a l!ght on the $hole +rgan!at!ons act!#!t!es

Ad#ert!s!ng, sales romot!on, etc. I also re#!e$ed the S>O! Anal8sis&

comaarrs!on $!th other s!m!lar brands. !n the end I ga#e the future lans, and

concluded $!th suggest!ons ,recommendat!on ,l!m!tat!ons of 9Donald

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AC6NO>LED2EEN!

Aart from the efforts of me, the success of any roect deends largely on

the encouragement and gu!del!nes of many others. I ta%e th!s oortun!ty to

e(ress my grat!tude to the eole $ho ha#e been !nstrumental !n the

successful comlet!on of th!s roect. I $ould l!%e to sho$ my greatest

arec!at!on to my gu!de r# Sud7eer 6umar& Fa9ult8 of ana;ement &

DIS& eerut# I can/t say than% you enough for h!s tremendous suort and

hel. 0!thout h!s encouragement and gu!dance th!s roect $ould not ha#e

mater!al!ed.

&he gu!dance and suort rece!#ed from all the members $ho contr!buted

and $ho are contr!but!ng to th!s roect, $as #!tal for the success of the

roect. I am grateful for the!r constant suort and hel.

SHI$ANI SHARA


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!ABLE OF CON!EN!

!I!LE PA2E *

S!UDEN!DECLARA!ION (

PREFACE 1

AC6NO>LED2EEN! ?

E@ECU!I$E SUAR% 0+/

IN!RODUC!ION .

OBEC!I$E OF S!UD% *)

Produ9t **+()

Needs wants and demands (*+1/

CDonald Lun97 New enu Ad Cam4iness 1.

aretin; mi3 of CDonald ?)+?0

CDonald fran97isin; networ in india ?+,(

Names awarded to CDonald ,1+01

Slo;ans 0?+)

Future 4lans *

Cor4orate so9ial res4onsibilities of CDonald (

Customer satisfa9tion in ste4s 1+,

Com4arison between dominos and CDonald 0+

CDonald Sales /

LI!RA!URE RE$IE> .RESEARCH E!HODOLO2% /)+/*

S>O! /(+/1

DA!A ANAL%SIS /?+.0

RECOENDA!IONS AND SU22ES!ION .+./

CONCLUSION ..

LII!A!ION *))

BIBLIO2APH% *)*

UES!IONNAIRE *)(+*)1

E@ECU!I$E SUAR%

&he research reort !ncludes our research about M2Donald to analye the most !mortant

element for !ts rof!tab!l!ty. In th!s research $e conducted a customer analys!s !n $h!ch

$e as%ed the customers the!r references for go!ng to any fast food restaurant. 0e also

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as%ed them about the!r e(er!ences !n M2Donald, e#ery t!me they #!s!t there. &h!s heled

us ma%!ng a broad ercet!on about the future sales and rof!tab!l!ty of M2Donald and

$hat M2Donald needs to do to ma!nta!n !ts !mage and reta!n the customers.

4!a emerged somet!me !n the m!ddle Ages. It $as used to descr!be both the s$eet

and salty!es that $ere becom!ng oular among Ital!an ar!stocracy. 4!a !s bas!cally a

mealreared !n a late made of bread. &here are four ma!n comonents of a bas!c

!a !e.&hey are crust, sauce, cheese and to!ngs.

&$o brothers, mom and 5677 turned !nto the rec!e for the $orld8s largest !a

comany!n 193:, $hen a fam!ly fr!end $!th the !dea of oen!ng a !a arlor

aroached the t$ocollege;age brothers !n


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successfully ach!e#e thetargets set. &hese targets are set by the RS2 !.e. the restaurant

suort centre !n !nd!a.

&hese targets are assed on to the RGM =restaurant general manager> and he asses

them to the $or%force. &hese targets fall $!th!n the organ!at!onal structure !n $h!ch

there are many eole $ho ha#e d!fferent targets to ach!e#e. In order to successfully

ach!e#e the targets they need to co;oerate and $or% !n a fr!endly en#!ronment.

Dur!ng the ast four decades M2Donald has bu!lt a reutat!on for e(cellence that has

earned the resect of consumers and !ndustry e(erts al!%e. ?u!ld!ng a lead!ng !a

comany has re'u!red relentless !nno#at!on, comm!tment to 'ual!ty and ded!cat!on to

customer ser#!ce and #alue. &he 'ual!t!es of entrereneursh!, gro$th and leadersh!

ha#e character!ed M2Donald/s bus!ness through more than four decades of success.

&hrough the strength of !ts her!tage, !ts culture and !ts eole and franch!sees, M2Donald

loo%s for$ard to more success !n future.

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MC DONALD'S

9Donalds Cor4oration = NSEB M2D> !s the $orld8s largest cha!n of hamburger fast food

restaurants, ser#!ng more than 3: m!ll!on customers da!ly In add!t!on to !ts s!gnature restaurant

cha!n, McDonald/s 2ororat!on held a m!nor!ty !nterest !n 4ret A Manger unt!l )77:, $as a

maor !n#estor !n the 2h!otle Me(!can Gr!ll unt!l )776 and o$ned the restaurant cha!n ?oston

Mar%et unt!l )77@

A McDonald8s restaurant !s oerated by a franch!see, an aff!l!ate, or the cororat!on !tself. &he

cororat!on8s re#enues come from the rent, royalt!es and fees a!d by the franch!sees, as $ell as

sales !n comany;oerated restaurants. McDonald8s re#enues gre$ )@C o#er the three years

end!ng !n )77@ to 5)).: b!ll!on, and 9C gro$th !n oerat!ng !ncome to 5-.9 b!ll!on

McDonald8s r!mar!ly sells hamburgers, cheeseburgers, ch!c%en roducts, French fr!es, brea%fast

!tems, soft dr!n%s, sha%es, and desserts. In resonse to obes!ty trends !n 0estern nat!ons and !n

the face of cr!t!c!sm o#er the health!ness of !ts roducts, the comany has mod!f!ed !ts menu to

!nclude alternat!#es cons!dered health!er such as salads, $ras and fru!t.

CORPORA!E O$ER$IE>

Fa9ts and fi;ures

McDonald8s boasts !ts ser#!ce to 99 b!ll!on customers.

McDonald8s restaurants are found !n 119 countr!es and terr!tor!es

around the $orld and ser#e 3: m!ll!on customers each day.

McDonald8s oerates o#er -1,777 restaurants $orld$!de,

emloy!ng more than 1.3 m!ll!on eole. &he comany also

oerates other restaurant brands, such as 4!les 2af.

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http://en.wikipedia.org/wiki/New_York_Stock_Exchangehttp://www.nyse.com/about/listed/quickquote.html?ticker=mcdhttp://en.wikipedia.org/wiki/Fast_food_restauranthttp://en.wikipedia.org/wiki/Fast_food_restauranthttp://en.wikipedia.org/wiki/Pret_A_Mangerhttp://en.wikipedia.org/wiki/Pret_A_Mangerhttp://en.wikipedia.org/wiki/Chipotle_Mexican_Grillhttp://en.wikipedia.org/wiki/Boston_Markethttp://en.wikipedia.org/wiki/Boston_Markethttp://en.wikipedia.org/wiki/Franchiseehttp://en.wikipedia.org/wiki/Affiliate_(commerce)http://en.wikipedia.org/wiki/Affiliate_(commerce)http://en.wikipedia.org/wiki/Hamburgerhttp://en.wikipedia.org/wiki/Cheeseburgerhttp://en.wikipedia.org/wiki/Chicken_(food)http://en.wikipedia.org/wiki/French_frieshttp://en.wikipedia.org/wiki/French_frieshttp://en.wikipedia.org/wiki/Breakfasthttp://en.wikipedia.org/wiki/Soft_drinkhttp://en.wikipedia.org/wiki/Milkshakehttp://en.wikipedia.org/wiki/Desserthttp://en.wikipedia.org/wiki/Desserthttp://en.wikipedia.org/wiki/Saladhttp://en.wikipedia.org/wiki/Saladhttp://en.wikipedia.org/wiki/Wrap_(food)http://en.wikipedia.org/wiki/McDonald's#cite_note-retrieved_May_8.2C_2008-9http://en.wikipedia.org/wiki/McDonald's#cite_note-retrieved_May_8.2C_2008-9http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/w/index.php?title=Piles_Caf%C3%A9&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Piles_Caf%C3%A9&action=edit&redlink=1http://www.nyse.com/about/listed/quickquote.html?ticker=mcdhttp://en.wikipedia.org/wiki/Fast_food_restauranthttp://en.wikipedia.org/wiki/Fast_food_restauranthttp://en.wikipedia.org/wiki/Pret_A_Mangerhttp://en.wikipedia.org/wiki/Chipotle_Mexican_Grillhttp://en.wikipedia.org/wiki/Boston_Markethttp://en.wikipedia.org/wiki/Boston_Markethttp://en.wikipedia.org/wiki/Franchiseehttp://en.wikipedia.org/wiki/Affiliate_(commerce)http://en.wikipedia.org/wiki/Hamburgerhttp://en.wikipedia.org/wiki/Cheeseburgerhttp://en.wikipedia.org/wiki/Chicken_(food)http://en.wikipedia.org/wiki/French_frieshttp://en.wikipedia.org/wiki/Breakfasthttp://en.wikipedia.org/wiki/Soft_drinkhttp://en.wikipedia.org/wiki/Milkshakehttp://en.wikipedia.org/wiki/Desserthttp://en.wikipedia.org/wiki/Saladhttp://en.wikipedia.org/wiki/Wrap_(food)http://en.wikipedia.org/wiki/McDonald's#cite_note-retrieved_May_8.2C_2008-9http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/w/index.php?title=Piles_Caf%C3%A9&action=edit&redlink=1http://en.wikipedia.org/wiki/New_York_Stock_Exchange


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Focus!ng on !ts core brand, McDonald8s began d!#est!ng !tself of other cha!ns !t had ac'u!red

dur!ng the 1997s. &he comany o$ned a maor!ty sta%e !n 2h!otle Me(!can Gr!ll unt!l +ctober

)776, $hen McDonald8s fully d!#ested from 2h!otle through a stoc% e(change. nt!l December

)77-, !t also o$ned Donatos 4!a. +n August )@, )77@, McDonald8s sold ?oston Mar%et to Sun

2a!tal 4artners.

!84e of

restaurants

• Most standalone McDonald8s restaurants offer both counter

ser#!ce and dr!#e;through ser#!ce, $!th !ndoor and somet!mes

outdoor seat!ng.

• Dr!#e;&hru, Auto;Mac, 4ay and Dr!#e, or McDr!#e as !t !s

%no$n !n many countr!es, often has searate stat!ons for lac!ng,

ay!ng for, and !c%!ng u orders, though the latter t$o stes are

fre'uently comb!ned.

• In some countr!es, McDr!#e locat!ons near h!gh$ays offer no

counter ser#!ce or seat!ng. In contrast, locat!ons !n h!gh;dens!ty

c!ty ne!ghborhoods often om!t dr!#e;through ser#!ce. &here are

also a fe$ locat!ons, located mostly !n do$nto$n d!str!cts that

offer 0al%;&hru ser#!ce !n lace of Dr!#e;&hru.

•

Sec!ally themed restaurants also e(!st, such as the Sol!d GoldMcDonald8s, a 1937s roc%;and;rollHthemed restaurant In

!ctor!a, ?r!t!sh 2olumb!a, there !s also a McDonald8s $!th a );

carat =177C> gold chandel!er and s!m!lar l!ght f!(tures.

• &o accommodate the current trend for h!gh 'ual!ty coffee and the

oular!ty of coffee shos !n general, McDonald8s !ntroduced

9CafG, a caf;style accoman!ment to McDonald8s restaurants

!n the style of Starbuc%s.

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http://en.wikipedia.org/wiki/Divestmenthttp://en.wikipedia.org/wiki/Divestmenthttp://en.wikipedia.org/wiki/Chipotle_Mexican_Grillhttp://en.wikipedia.org/wiki/Chipotle_Mexican_Grillhttp://en.wikipedia.org/wiki/Donatos_Pizzahttp://en.wikipedia.org/wiki/Boston_Markethttp://en.wikipedia.org/wiki/Sun_Capital_Partnershttp://en.wikipedia.org/wiki/Sun_Capital_Partnershttp://en.wikipedia.org/wiki/Counter_servicehttp://en.wikipedia.org/wiki/Counter_servicehttp://en.wikipedia.org/wiki/Drive-throughhttp://en.wikipedia.org/wiki/Highwayhttp://en.wikipedia.org/wiki/Drive-throughhttp://en.wikipedia.org/wiki/Victoria,_British_Columbiahttp://en.wikipedia.org/wiki/British_Columbiahttp://en.wikipedia.org/wiki/Chandelierhttp://en.wikipedia.org/wiki/McCaf%C3%83%C2%A9http://en.wikipedia.org/wiki/Caf%C3%83%C2%A9http://en.wikipedia.org/wiki/Starbuckshttp://en.wikipedia.org/wiki/Divestmenthttp://en.wikipedia.org/wiki/Chipotle_Mexican_Grillhttp://en.wikipedia.org/wiki/Donatos_Pizzahttp://en.wikipedia.org/wiki/Boston_Markethttp://en.wikipedia.org/wiki/Sun_Capital_Partnershttp://en.wikipedia.org/wiki/Sun_Capital_Partnershttp://en.wikipedia.org/wiki/Counter_servicehttp://en.wikipedia.org/wiki/Counter_servicehttp://en.wikipedia.org/wiki/Drive-throughhttp://en.wikipedia.org/wiki/Highwayhttp://en.wikipedia.org/wiki/Drive-throughhttp://en.wikipedia.org/wiki/Victoria,_British_Columbiahttp://en.wikipedia.org/wiki/British_Columbiahttp://en.wikipedia.org/wiki/Chandelierhttp://en.wikipedia.org/wiki/McCaf%C3%83%C2%A9http://en.wikipedia.org/wiki/Caf%C3%83%C2%A9http://en.wikipedia.org/wiki/Starbucks


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Produ9ts • A McDonald8s ?!g Mac combo meal ser#ed $!th French fr!es and

2oca;2ola.

• McDonald8s redom!nantly sells hamburgers, #ar!ous tyes of ch!c%en

sand$!ches and roducts, French fr!es, soft dr!n%s, brea%fast !tems, and

desserts.

• McDonald8s offers salads and #egetar!an !tems, $ras and other

local!ed fare.

• 4ortugal !s the only country $!th McDonald8s restaurants ser#!ng sou.

•&h!s local de#!at!on from the standard menu !s a character!st!c for

$h!ch the cha!n !s art!cularly %no$n, and one $h!ch !s emloyed

e!ther to ab!de by reg!onal food taboos =such as the rel!g!ous

roh!b!t!on of beef consumt!on !n Ind!a> or to ma%e a#a!lable foods

$!th $h!ch the reg!onal

HEADUAR!ERS

&he McDonald8s head'uarters comle(, McDonald8s 4laa, !s located !n +a% ?roo%, Ill!no!s. It

s!ts on the s!te of the former head'uarters and stabl!ng area of 4aul ?utler, the founder of +a%

?roo% McDonald8s mo#ed !nto the +a% ?roo% fac!l!ty from an off!ce $!th!n the 2h!cago Joo !n

19@1.

AD$ER!ISIN2

McDonald8s has for decades ma!nta!ned an e(tens!#e ad#ert!s!ng cama!gn. In add!t!on to the

usual med!a =tele#!s!on, rad!o, and ne$saer>, the comany ma%es s!gn!f!cant use of b!llboards

and s!gnage, sonsors sort!ng e#ents rang!ng from J!ttle Jeague to the +lym!c Games, and

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http://en.wikipedia.org/wiki/Big_Machttp://en.wikipedia.org/wiki/French_frieshttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Hamburgershttp://en.wikipedia.org/wiki/Hamburgershttp://en.wikipedia.org/wiki/Chickenhttp://en.wikipedia.org/wiki/Sandwicheshttp://en.wikipedia.org/wiki/French_frieshttp://en.wikipedia.org/wiki/Soft_drinkshttp://en.wikipedia.org/wiki/Breakfasthttp://en.wikipedia.org/wiki/Breakfasthttp://en.wikipedia.org/wiki/Dessertshttp://en.wikipedia.org/wiki/Saladshttp://en.wikipedia.org/wiki/Vegetarianhttp://en.wikipedia.org/wiki/Wrap_(food)http://en.wikipedia.org/wiki/Wrap_(food)http://en.wikipedia.org/wiki/Wrap_(food)http://en.wikipedia.org/wiki/Portugalhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Oak_Brook,_Illinoishttp://en.wikipedia.org/wiki/Chicago_Loophttp://en.wikipedia.org/wiki/Little_Leaguehttp://en.wikipedia.org/wiki/Olympic_Gameshttp://en.wikipedia.org/wiki/Big_Machttp://en.wikipedia.org/wiki/French_frieshttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Hamburgershttp://en.wikipedia.org/wiki/Chickenhttp://en.wikipedia.org/wiki/Sandwicheshttp://en.wikipedia.org/wiki/French_frieshttp://en.wikipedia.org/wiki/Soft_drinkshttp://en.wikipedia.org/wiki/Breakfasthttp://en.wikipedia.org/wiki/Dessertshttp://en.wikipedia.org/wiki/Saladshttp://en.wikipedia.org/wiki/Vegetarianhttp://en.wikipedia.org/wiki/Wrap_(food)http://en.wikipedia.org/wiki/Portugalhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Oak_Brook,_Illinoishttp://en.wikipedia.org/wiki/Chicago_Loophttp://en.wikipedia.org/wiki/Little_Leaguehttp://en.wikipedia.org/wiki/Olympic_Games


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ma%es coolers of orange dr!n% $!th the!r logo a#a!lable for local e#ents of all %!nds. Nonetheless,

tele#!s!on has al$ays layed a central role !n the comany8s ad#ert!s!ng strategy.

&o date, McDonald8s has used )- d!fferent slogans !n n!ted States ad#ert!s!ngas $ell as a fe$

other slogans for select countr!es and reg!ons. At t!mes, !t has run !nto trouble $!th !ts

cama!gns.

CHILDRENS AD$ER!ISIN2

S4orts awards and 7onors

2lobal o4erations

2ountr!es $!th McDonald8s stores

McDonald8s has become emblemat!c of global!at!on, somet!mes referred to as the

McDonald!at!on of soc!ety. The Economist ne$saer uses the ?!g Mac Inde(B the

comar!son of a ?!g Mac8s cost !n #ar!ous $orld currenc!es can be used to !nformally udge these

currenc!es8 urchas!ng o$er ar!ty. Scand!na#!an countr!es lead the ?!g Mac Inde( $!th four of

the f!#e most e(ens!#e ?!g Mac8s. Nor$ay has the most e(ens!#e ?!g Mac !n the $orld as of

Kuly )77:, $h!les the country $!th the least e(ens!#e ?!g Mac !s Malays!a.

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http://en.wikipedia.org/wiki/Orange_drinkhttp://en.wikipedia.org/wiki/Orange_drinkhttp://en.wikipedia.org/wiki/Globalizationhttp://en.wikipedia.org/wiki/McDonaldizationhttp://en.wikipedia.org/wiki/The_Economisthttp://en.wikipedia.org/wiki/The_Economisthttp://en.wikipedia.org/wiki/Big_Mac_Indexhttp://en.wikipedia.org/wiki/Big_Machttp://en.wikipedia.org/wiki/Currencyhttp://en.wikipedia.org/wiki/Purchasing_power_parityhttp://en.wikipedia.org/wiki/Big_Mac_Indexhttp://en.wikipedia.org/wiki/Malaysiahttp://en.wikipedia.org/wiki/Malaysiahttp://en.wikipedia.org/wiki/File:McDonaldsWorldLocations.svghttp://en.wikipedia.org/wiki/File:McDonaldsWorldLocations.svghttp://en.wikipedia.org/wiki/Orange_drinkhttp://en.wikipedia.org/wiki/Globalizationhttp://en.wikipedia.org/wiki/McDonaldizationhttp://en.wikipedia.org/wiki/The_Economisthttp://en.wikipedia.org/wiki/Big_Mac_Indexhttp://en.wikipedia.org/wiki/Big_Machttp://en.wikipedia.org/wiki/Currencyhttp://en.wikipedia.org/wiki/Purchasing_power_parityhttp://en.wikipedia.org/wiki/Big_Mac_Indexhttp://en.wikipedia.org/wiki/Malaysia


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EARL% HIS!OR%

&he oldest oerat!ng McDonald8s on Ja%e$ood and Florence !n Do$ney, 2al!forn!a, $as the

cha!n8s th!rd restaurant and the second to be bu!lt $!th the Golden Arches.

In 1937, Patrick J. McDonald opened "The Airdrome", an octagonal food tand, on !ntington Dri#e $ %ote &&' near

the Monro#ia Airport in Monro#ia, (alifornia. !am)rger *ere ten cent, and all+o+can+drink orange -ice *a fi#e

cent. In 19/, hi t*o on,Marice and %ichard $"Mac" and " Dick"', mo#ed the entire )ilding / mile $& km'

eat, to 0et 1th and 139 2orth 4treet in 4an 5ernardino, (alifornia. The retarant *a renamed "McDonald6

5ar+5+" and er#ed t*ent fi#e )ar)eced item on their men.

In 8cto)er 19, after the McDonald )rother realied that mot of their profit came from elling ham)rger, the

cloed do*n their ccefl carhop dri#e+in to eta)lih a treamlined tem *ith a imple men of -t

ham)rger, cheee)rger, french frie, hake, oft drink, and apple pie. The carhop *ere eliminated to make

McDonald6 aelf+er#e operation. Mac and Dick McDonald had taken great care in etting p their kitchen like

an aem)l line to enre ma:imm efficienc. The retarant6 name *a again changed, thi time to impl

"McDonald6," and reopened it door on Decem)er 1;, 19.

1-

http://en.wikipedia.org/wiki/Oldest_McDonald's_restauranthttp://en.wikipedia.org/wiki/Oldest_McDonald's_restauranthttp://en.wikipedia.org/wiki/U.S._Route_66http://en.wikipedia.org/wiki/Monrovia,_Californiahttp://en.wikipedia.org/wiki/Monrovia,_Californiahttp://en.wikipedia.org/wiki/Richard_and_Maurice_McDonaldhttp://en.wikipedia.org/wiki/Richard_and_Maurice_McDonaldhttp://en.wikipedia.org/wiki/San_Bernardino,_Californiahttp://en.wikipedia.org/wiki/San_Bernardino,_Californiahttp://en.wikipedia.org/wiki/Carhophttp://en.wikipedia.org/wiki/Carhophttp://en.wikipedia.org/wiki/Self-servicehttp://en.wikipedia.org/wiki/Self-servicehttp://en.wikipedia.org/wiki/Assembly_linehttp://en.wikipedia.org/wiki/Assembly_linehttp://en.wikipedia.org/wiki/File:DowneyMcdonalds.jpghttp://en.wikipedia.org/wiki/Oldest_McDonald's_restauranthttp://en.wikipedia.org/wiki/U.S._Route_66http://en.wikipedia.org/wiki/Monrovia,_Californiahttp://en.wikipedia.org/wiki/Richard_and_Maurice_McDonaldhttp://en.wikipedia.org/wiki/San_Bernardino,_Californiahttp://en.wikipedia.org/wiki/Carhophttp://en.wikipedia.org/wiki/Self-servicehttp://en.wikipedia.org/wiki/Assembly_line


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In 19ick and efficient er#ice tem that the had de#ied. The later

*ithdre* 4peedee )ecae the Alka+4elter macot *a named 4peed, and McDonald6 did not *ant to )e affiliated

*ith Alka+4elter. Do*ne6 4peedee i one of onl a fe* remaining. !i little leg, animated in neon, till rn a fat

a the can to er#e the retarant6 ne:t ctomer. The 4peedee ign *a erected in 19ired to compl *ith the McDonald6 (orporation6 remodeling and pdating re>et o#er

the ear.

%ecogniing the hitoric and notalgic #ale of the intact 19ired the

tore in 199/ and reha)ilitated it to a modern )t nearl original condition, and then )ilt an ad-acent mem and

gift hop to commemorate the ite. Inide the mall mem are man McDonald6 artifact from o#er the ear, and

alo a mall dipla ho*ing ho* the retarant )ilding e#ol#ed from the mall *alk+p cand triped tand to the

large more common manard+roofed retarant.

In 19ed, and he *ent to 4an 5ernardino to take a

look at the McDonald6 retarant.

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http://en.wikipedia.org/wiki/Phoenix,_Arizonahttp://en.wikipedia.org/wiki/Phoenix,_Arizonahttp://en.wikipedia.org/wiki/Phoenix,_Arizonahttp://en.wikipedia.org/wiki/Downey,_Californiahttp://en.wikipedia.org/wiki/Downey,_Californiahttp://en.wikipedia.org/wiki/Downey,_Californiahttp://en.wikipedia.org/wiki/Oldest_McDonald's_restauranthttp://en.wikipedia.org/wiki/Oldest_McDonald's_restauranthttp://en.wikipedia.org/wiki/Phoenix,_Arizonahttp://en.wikipedia.org/wiki/Phoenix,_Arizonahttp://en.wikipedia.org/wiki/Downey,_Californiahttp://en.wikipedia.org/wiki/Oldest_McDonald's_restaurant


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5elie#ing that the McDonald6 formla *a a ticket to cce, roc ggeted that the franchie their retarant

throghot the contr. 0hen the heitated to take on thi additional )rden, roc #olnteered to do it for them. !e

retrned to hi home otide of (hicago *ith right to et p McDonald6 retarant throghot the contr, e:cept

in a handfl of territorie in (alifornia and Arionaalread licened ) the McDonald )rother. roc6 firt McDonald6

retarant opened in De Plaine, Illinoi, near (hicago, on April 1


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In 19&/, the McDonald6 ad#ertiing campaign "ook for the Folden Arche" ga#e ale a )ig )oot. roc )elie#ed

that ad#ertiing *a an in#etment that *old in the end come )ack man time o#er, and ad#ertiing ha al*a

plaed a ke role in the de#elopment of the McDonald6 (orporation. Indeed, McDonald6 ad ha#e )een ome of the

mot identifia)le o#er the ear. In 19&;, McDonald6 introdced it no* *orld+famo Folden Arche logo. A ear

later, the compan old it )illionth ham)rger and introdced %onald McDonald, a red+haired clo*n deigned to

appeal to children.

In the earl 19&/, McDonald6 reall )egan to take off. The gro*th in G.4. atomo)ile e that came *ith

)r)aniation contri)ted hea#il to McDonald6 cce. In 19&1 roc )oght ot the McDonald )rother for E;.7

million, aiming at making McDonald6 the nm)er one fat+food chain in the contr.

In 19&


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DemandB

McDonald also g!#e cons!derable and roer attent!on to demands of eole. In ne$ roduct

de#eloment, McDonald cons!ders demands of eole sec!ally. &here are se#eral stes to go

through before they launch a ne$ roduct.

&he f!rst ste !s to carry out research to f!nd outB

• 0hat eole th!n% about !as =$hat role do they lay !n eole8s l!#es, $hen do they eat

them and so on>L

• 0hat do they l!%e about !asL

• 0hat do they d!sl!%e about !asL

• 0hat do they $ant from !asL

aretin; offer-

9Donald creates a mar%et offer #ery much accord!ng to mar%et. It !s offered to sat!sfy need or

$ant. &he !nformat!on !s collected together and used to create !deas for rototyes. &he !deas are

tested f!rst, before they ma%e any !as.

Customer 5alue satisfa9tion-

McDonald create certa!n e(ectat!ons among !ts customers, !s fulf!ll!ng !t accurately, and get a

good !mage !n m!nds of customers. Its customers are sat!sf!ed by !ts 'ual!ty as !t sat!sf!es the!r

e(ectat!ons. &hey g!#e bas!c r!or!ty to the!r customers.

1@


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E397an;e relations7i4s-

McDonald has ma!nta!ned #ery good relat!onsh!s $!th !ts customers. It bel!e#es on e(change

through relat!onsh!s. &hey create relat!onsh!s by offer!ng the best roduct and best ser#!ces to

the!r customers for e(amle they are offer!ng to the!r customers home del!#ery ser#!ces

ro#!d!ng roducts accord!ng to customer/s re'u!rement.

aret-

McDonald !s enter!ng !n global as $ell as local mar%et. ?e!ng that McDonald holds the most

mar%et !n the !a !ndustry all around the $orld, they erce!#ed 'ual!ty and ser#!ce of the

comany $!ll hel to ensure a better than a#erage chance at a successful !ntroduct!on of ane$

roduct. &he !a !ndustry f!rms are famous for !ntroduc!ng ne$ roducts to sar% short;term

sales !n a#a!lable mar%etlaces. McDonald as stated earl!er has been #ery successful at

accoml!sh!ng th!s !n d!fferent mar%ets. &he !ntroduct!on of a roduct that %ees $!th today8s

trends !s also !mortant to reduce the r!s% of fa!lure. In recent years, there has been an !ncrease !n

the mar%et!ng of roducts $!th an e(treme t$!st to them. Mounta!n De$, $h!ch !s a brand name

o$ned by McDonalds arent comany, 4es!2o, has been #ery successful at reos!t!on!ng !tself

to th!s segment of the mar%et, $h!ch has ar%ed ne$ !nterest !n the soft dr!n%. Many other

!m!tators ha#e follo$ed the!r e(amle and ha#e been successful as $ell. McDonald has the

resources a#a!lable to research and !mlement a ne$ roduct $!th great success !n globally

mar%etlace.

1:


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*# CUS!OER DRI$EN AR6E!IN2 S!RA!E2%-

McDonald/s mar%et!ng strategy !s #ery s!mleB "$e $ant to sat!sfy our customer boffer!ng them

the best. &he!r ma!n segment $h!ch they ha#e catured !s comb!nat!on of h!gher !ncomes

dual career fam!l!es. &he!r ma(!mum mar%et segment !s younger generat!on ranges from 1);-7.

Another b!g strength and e#en a comet!t!#e ad#antage !s the fact that they ha#e a full ser#!ce

restaurant as $ell as del!#ery ser#!ces. Most of McDonald8s comet!tors do not ha#e restaurants.

?ecause of the restaurant, McDonald can mar%et to d!fferent segments that other !a cha!ns

cannot. For e(amle, McDonald can mar%et to fam!l!es much eas!er than Dom!no8s or J!ttle

2aesar8s. McDonald offers a s!t;do$n, con#ersat!onal tye restaurant $here fam!l!es can ta%e

the!r ch!ldren for b!rthday art!es. McDonald8s broad select!on of roducts also ma%es !t eas!er

for them to mar%et to d!fferent mar%et segments.

&he other t$o strateg!es follo$ed by McDonald are 2.O.A.M.4.S =2leanl!ness, Oos!tal!ty,

Accuracy, Ma!ntenance, 4roduct 'ual!ty and Seed> and -F/s =Fun, Fr!endly Fam!l!ar>.

&hese t$o strateg!es ha#e really heled McDonald to e#ol#e out as a mar%et leader $!th a

comet!t!#e ad#antage

19


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). AR6E!IN2 PLAN !HA! DELI$ERS SUPER IOR $ALUE

Mar%et!ng lan !s the set of controllable tact!cal mar%et!ng tools that the McDonald blends to

roduce the roduct. McDonald de#elo best roduct $!th the resources a#a!lable.

Mar%et!ng lans made to ga!n a comet!t!#e ad#antage o#er !ts r!#als !n a mar%et.

Oence, all the bus!nesses need to adot bus!ness le#el strateg!es !n order to comete !n a

comet!t!#e en#!ronment. If $e loo% at the Ind!a mar%et, there are no large comet!tors of

McDonald but unl!m!ted small comet!tors e(!st !n the mar%et. &he threat of comet!tors !s #ery

lo$ as there !s no !nternat!onal food cha!n offer!ng !a !n 4a%!stan at resent. &herefore,

resent strateg!es adoted by McDonald are %ee!ng !n cons!derat!on the resent comet!t!on.

0hereas, !n future th!s comet!t!on $!ll !ncrease and McDonald $!ll ha#e to change all !ts

bus!ness le#el strateg!es !n order to comete $!th !ts r!#als. In #ery near future Dom!nos !s

oen!ng !ts f!rst branch !n Delh!. &h!s $ould be a threat for McDonaldand hence, the strateg!es

$ould be changed. Resonse !t $ants !n the target mar%et.

It cons!sts of e#eryth!ng !t can do, to !nfluence the demand for !ts they follo$ the mar%et!ng lan

to fulf!ll the!r goals and target. So the mar%et!ng lan comr!ses on 4/sP

• 4R+D2&

• 4RI2E

• 4JA2E

•

4R+M+&I+N

4roducts of McDonald are goods and ser#!ces, that they offer to target mar%et to sat!sfy the needs

and $ants of customer. &he!r roducts are based on #ar!ety, 'ual!ty, des!gn, features, brand name

)7


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and ser#!ces. 4r!ce !s s et by McDonald, $hen roduct !s launched !n mar%et. &hey negot!ate the

r!ce $!th each customer;offer!ng d!scount. &hey adot, r!c!ng strategy to hold ma(!mum share

of mar%et by ma(!m!!ng rof!t. 4lace !s set of act!#!t!es that ma%e the roduct a#a!lable to target

customer. McDonald refers to the best lace to offer rogram. &he!r outlets are located !n almost

177 countr!es !nclud!ng Ind!a. 4romot!on !s used to commun!cate the feature and benef!t of

roduct. McDonald romotes !ts roduct through ad#ert!s!ng, sales romot!on, ersonal sell!ng

and ubl!c relat!ons.

-. BUILD RELA!IONSHIP CUS!OER SA!ISFAC!ION

&hey bu!ld strong relat!onsh! $!th customer by offer!ng them best !a. &hey create customer

del!ght throughP

2ustomer Relat!onsh! Management =2RM>

4artner Relat!onsh! Management =4RM>

2ustomer relat!onsh! management =2RM>B

McDonald bu!ld and ma!nta!n rof!table customer relat!onsh!s by del!#er!ng suer!or customer

#alue and sat!sfact!on. In 1993, McDonald began t$o customer sat!sfact!on rogramsBa. 1;:77

number customer hotl!nes and a customer callbac% rogram. &hese $ere !mlemented to ma%e

sure the!r customers $ere hay, and al$ays $anted to return. &hey ha#e full ser#!ce restaurant

as $ell as del!#ery ser#!ces.

4artner Relat!onsh! Management =4RM>

McDonald !s $or%!ng closely $!th artners !n !ns!de deartments and outs!de the bus!ness

un!t to o!ntly br!ng greater #alue to customers. &hey/#e !ns!de outs!de artners/ e.g.

customers, comet!tors, sul!ers, funct!onal deartment etc. Funct!onal deartment

)1


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cororate focus on an area such as mar%et!ng, OR. In 19@@ 4es! co bought McDonald

19:) they stared o!nt #enture $!th 0h!tbread. In )776 0h!tbread sold the!r share of

o!nt #enture to MQ ?rands Inc. McDonald < Jtd $as no$ 177C o$ned by umQ

? CAP!URE $ALUE IN RE!URN

McDonald !s comm!tted to ro#!d!ng uncomrom!s!ng roduct 'ual!ty offer!ng customers

the h!ghest #alue for money g!#!ng ser#!ce that !s $arm, fr!endly ersonal. &hey also

follo$ soc!al factors to ma!nta!n the!r !mage through cororate soc!al resons!b!l!ty. All the

emloyees/ bac%;of;the;house !.e. the %!tchen ass!stants are tra!ned accord!ngly. &hey are

g!#en e(tra classes !n order to meet the 'ual!ty standards set by McDonald around the

$orld. D!fferent 'ual!ty management staff !s also there at McDonald. &he sh!ft managers

ha#e the tas% to obser#e $hether the 'ual!ty standards are met or not, $hereas there are a

total 'ual!ty management deartment at the ma!n off!ce.

&h!s deartment has the tas% to !mlement 'ual!ty standards, by th!s $ay they create #alue

!n m!nds of customers ro#!d!ng best of best !n mar%et.

))


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Ad5ertisin;

McDonald8s 4an 4!a.

McDonald ad

McDonald8s #ery f!rst ad $as 4utt 4utt to McDonald. It starts $!th a man aarently order!ng

ta%e;out and dr!#!ng h!s 1963 Mustang KR to McDonald, $h!le some of the to$nseole start

chas!ng h!m. Oe !c%s u h!s !a and goes to h!s house, $hen all of the eole $ho $ere

chas!ng h!m start eat!ng all the !a e(cet the man $ho ordered !t.

)-

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Frustrated, he calls McDonald aga!n.

nt!l early )77@, McDonald8s ma!n ad#ert!s!ng slogan $as Gather 8round the good stuff, and !s

currently No$ ou8re Eat!ngQ. McDonald does not ha#e an off!c!al !nternat!onal mascot, but at

one t!me, there $ere commerc!als !n the n!ted States called 8&he 4!a Oead Sho$.8 &hese

commerc!als ran from 199- to 199@ and $ere based loosely on the Mr. ?!ll shorts from Saturday

N!ght J!#e !n the 19@7s. &he ads featured a sl!ce of !a $!th a face made out of to!ngs called

84!a Oead8. In the 19@7s McDonald used the s!gnature red roof $!th a olly man named

McDonald 4ete. 4ete $as on the bags, cus, balloons and hand uets for the %!ds. In

Austral!a dur!ng the M!d to late 1997s, the ad#ert!s!ng mascot $as a del!#ery boy named Doug!e,

$!th boy!sh good loo%s $ho, uon del!#er!ng !a to h!s father, $ould hear the catchhrase

Oere8s a t!B be good to your mother.

McDonald sonsored the 19:9 f!lm Back to the Future Part II , and offered a free a!r of

futur!st!c sunglasses, %no$n as Solar Shades, $!th the urchase of McDonald !a. McDonald

also engaged !n roduct lacement $!th!n the f!lm !tself, ha#!ng a futur!st!c #ers!on of the!r logo

$!th the!r trademar%ed red hut r!nted on the s!de of a m!ler dehydrated !a $raer !n the

McFly fam!ly d!nner scene, and aear on a storefront !n O!ll alley !n the year )713.

&he 1997 NES game Teenage Mutant Ninja Turtles II: The Arcade Game, came $!th a couon

for a free !a. &he game $as f!lled $!th McDonald ad#ert!s!ng and !a that $ould ref!ll the

character8s l!fe.

In 199, Donald &rum and e(;$!fe I#ana &rum starred !n a commerc!al. &he end!ng of the

commerc!al sho$ed I#ana &rum as%!ng for the last sl!ce, to $h!ch Donald rel!ed, Actually

)

http://en.wikipedia.org/wiki/Advertising_sloganhttp://en.wikipedia.org/wiki/Mr._Billhttp://en.wikipedia.org/wiki/Saturday_Night_Livehttp://en.wikipedia.org/wiki/Saturday_Night_Livehttp://en.wikipedia.org/wiki/Back_to_the_Future_Part_IIhttp://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Hill_Valley_(Back_to_the_Future)http://en.wikipedia.org/wiki/Nintendo_Entertainment_Systemhttp://en.wikipedia.org/wiki/Nintendo_Entertainment_Systemhttp://en.wikipedia.org/wiki/Nintendo_Entertainment_Systemhttp://en.wikipedia.org/wiki/Teenage_Mutant_Ninja_Turtles_(arcade_game)http://en.wikipedia.org/wiki/Donald_Trumphttp://en.wikipedia.org/wiki/Ivana_Trumphttp://en.wikipedia.org/wiki/Advertising_sloganhttp://en.wikipedia.org/wiki/Mr._Billhttp://en.wikipedia.org/wiki/Saturday_Night_Livehttp://en.wikipedia.org/wiki/Saturday_Night_Livehttp://en.wikipedia.org/wiki/Back_to_the_Future_Part_IIhttp://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Hill_Valley_(Back_to_the_Future)http://en.wikipedia.org/wiki/Nintendo_Entertainment_Systemhttp://en.wikipedia.org/wiki/Teenage_Mutant_Ninja_Turtles_(arcade_game)http://en.wikipedia.org/wiki/Donald_Trumphttp://en.wikipedia.org/wiki/Ivana_Trump


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dear, you8re only ent!tled to half, a lay on the coule8s recent d!#orce. In 1993, R!ngo Starr

starred !n a McDonald commerc!al $h!ch also featured &he Mon%ees. Rush J!mbaugh also

starred !n a McDonald commerc!al the same year, $here he boasts that nobody !s more r!ght

than me, yet he states that for the f!rst t!me he $!ll do someth!ng $rong, $h!ch $as to

art!c!ate !n McDonald8s then eat!ng !a crust f!rst cama!gn regard!ng the!r stuffed crust

!as.

&al% sho$ host Konathan Ross, co;starred !n an ad $!th Amer!can model, 2ar!ce ?ourret. &hey

$ere used to ad#ert!se the stuffed crust !a, $!th Konathan Ross say!ng Stuffed 2$ust, to

$h!ch !s a lay on Konathan8s ronunc!at!on of 8R8s. Another < ad sho$s ?r!t!sh Formula +ne

dr!#er Damon O!ll #!s!t a McDonald restaurant and order a !a, $!th famous F1 commentator

Murray 0al%er #!s!t!ng $!th h!m, and narrat!ng as though !t $as a Formula +ne race. As O!ll !s

about to f!n!sh h!s meal, 0al%er, !n a lay on O!ll8s 199 1993 seasons $here he $as runner u

!n the formula +ne 0orld 2ham!onsh! both $on by M!chael Schumacher , shouts And O!ll

f!n!shes second, aga!nQ at $h!ch O!ll grabs 0al%er by h!s sh!rt and sha%es h!m angr!ly, 0al%er

rocla!m!ng, !n h!s usual tones, Oe8s lost !tQ Oe8s out of controlQ

Follo$!ng England8s defeat to Germany on enalt!es !n the sem!;f!nals of Euro 96, Gareth

Southgate, Stuart 4earce and 2hr!s 0addle featured !n an ad#ert. &he ad#ert sho$s Southgate

$ear!ng a aer bag o#er h!s head !n shame as he $as the one, $ho m!ssed the cruc!al enalty

aga!nst the Germans. 0addle and 4earce, $ho both m!ssed enalty %!c%s !n Ital!a 97 are

r!d!cul!ng h!m, emhas!s!ng the $ord 8m!ss8 at e#ery oortun!ty. After Southgate f!n!shes h!s

!a he ta%es off h!s aer bag, heads for the door and bangs h!s head aga!nst the $all. 4earce

resonds $!th, th!s t!me he8s h!t the ost.

)3

http://en.wikipedia.org/wiki/Ringo_Starrhttp://en.wikipedia.org/wiki/Rush_Limbaughhttp://en.wikipedia.org/wiki/Rush_Limbaughhttp://en.wikipedia.org/wiki/Jonathan_Rosshttp://en.wikipedia.org/wiki/Formula_Onehttp://en.wikipedia.org/wiki/Damon_Hillhttp://en.wikipedia.org/wiki/Murray_Walkerhttp://en.wikipedia.org/wiki/Formula_One_World_Championshiphttp://en.wikipedia.org/wiki/Formula_One_World_Championshiphttp://en.wikipedia.org/wiki/Michael_Schumacherhttp://en.wikipedia.org/wiki/UEFA_Euro_1996http://en.wikipedia.org/wiki/Stuart_Pearcehttp://en.wikipedia.org/wiki/Chris_Waddlehttp://en.wikipedia.org/wiki/Chris_Waddlehttp://en.wikipedia.org/wiki/1990_FIFA_World_Cuphttp://en.wikipedia.org/wiki/Ringo_Starrhttp://en.wikipedia.org/wiki/Rush_Limbaughhttp://en.wikipedia.org/wiki/Jonathan_Rosshttp://en.wikipedia.org/wiki/Formula_Onehttp://en.wikipedia.org/wiki/Damon_Hillhttp://en.wikipedia.org/wiki/Murray_Walkerhttp://en.wikipedia.org/wiki/Formula_One_World_Championshiphttp://en.wikipedia.org/wiki/Michael_Schumacherhttp://en.wikipedia.org/wiki/UEFA_Euro_1996http://en.wikipedia.org/wiki/Stuart_Pearcehttp://en.wikipedia.org/wiki/Chris_Waddlehttp://en.wikipedia.org/wiki/1990_FIFA_World_Cup


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In 199@, former So#!et n!on 4rem!er M!%ha!l Gorbache# starred !n a McDonald commerc!al to

ra!se money for the 4erestroy%a Arch!#es. In recent years, McDonald has had #ar!ous celebr!ty

so%eseole, !nclud!ng Kess!ca S!mson, the Muets, and Damon O!ll and Murray 0al%er .

Recent commerc!als ha#e ueen Jat!fah ro#!d!ng the #o!ceo#er. Also !n 199@, McDonald,

reun!ted greatest of all t!me bo(er Muhammad Al! $!th tra!ner Angelo Dundee !n a sent!mental

made for Suer ?o$l commerc!al.

McDonald sonsored the f!rst sace !a del!#ery !n )771, and a!d for the!r logo to aear on a

Russ!an 4roton roc%et !n )777.19

In Austral!a, )776 sa$ the !ntroduct!on of a mascot !n McDonald8s ad#ert!s!ng H 4!a Mutt, a

small dog $ho del!#ers !as. &he mascot $as dumed after ust t$o ads.

Early )77@ sa$ McDonald mo#e !nto se#eral more !nteract!#e $ays of mar%et!ng to the

consumer. t!l!!ng mob!le hone SMS technology and the!r MyOut order!ng s!te, they a!red

se#eral tele#!s!on commerc!als =commenc!ng ust before the Suer ?o$l> conta!n!ng h!dden

$ords that #!e$ers could tye !nto the!r hones to rece!#e couons.

+ther !nno#at!#e efforts !ncluded the!r MySace &ed cama!gn, $h!ch too% ad#antage of the

oular!ty of soc!al net$or%!ng, and the burgeon!ng user;subm!ss!on mar%et!ng mo#ement #!a

the!r !ce 4res!dent of 4!a contest.

As of +ctober )779, McDonald !s no$ ad#ert!s!ng !ts 0!ngStreet brand on a nat!on$!de bas!s,

ha#!ng met !ts !nternal re'u!rement of :7C of stores ha#!ng the roduct a#a!lable =both cororate

and franch!sed>.

)6

http://en.wikipedia.org/wiki/Soviet_Unionhttp://en.wikipedia.org/wiki/Premierhttp://en.wikipedia.org/wiki/Mikhail_Gorbachevhttp://en.wikipedia.org/wiki/Jessica_Simpsonhttp://en.wikipedia.org/wiki/Jessica_Simpsonhttp://en.wikipedia.org/wiki/The_Muppetshttp://en.wikipedia.org/wiki/Murray_Walkerhttp://en.wikipedia.org/wiki/Queen_Latifahhttp://en.wikipedia.org/wiki/Angelo_Dundeehttp://en.wikipedia.org/wiki/Super_Bowlhttp://en.wikipedia.org/wiki/Pizza_Hut#cite_note-cnn-18http://www.myhut.com/http://www.myspace.com/pizzahuthttp://www.pizzahut.com/vpofpizza/http://en.wikipedia.org/wiki/Soviet_Unionhttp://en.wikipedia.org/wiki/Premierhttp://en.wikipedia.org/wiki/Mikhail_Gorbachevhttp://en.wikipedia.org/wiki/Jessica_Simpsonhttp://en.wikipedia.org/wiki/The_Muppetshttp://en.wikipedia.org/wiki/Murray_Walkerhttp://en.wikipedia.org/wiki/Queen_Latifahhttp://en.wikipedia.org/wiki/Angelo_Dundeehttp://en.wikipedia.org/wiki/Super_Bowlhttp://en.wikipedia.org/wiki/Pizza_Hut#cite_note-cnn-18http://www.myhut.com/http://www.myspace.com/pizzahuthttp://www.pizzahut.com/vpofpizza/


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Pasta Hut

4asta Out logo =)77:Hresent>

+n Ar!l 1, )77:, McDonald !n Amer!ca sent ema!ls to customers ad#ert!s!ng that they no$ offer

asta !tems on the!r menu. &he ema!l =and s!m!lar ad#ert!s!ng on the comany8s $ebs!te> stated

4asta so good $e8#e changed our name to 84asta Out8. &he name change $as a ubl!c!ty stunt

held !n conunct!on $!th Ar!l Fools8 Day, e(tend!ng through the month of Ar!l, $!th the

comany8s Dallas head'uarters chang!ng !ts e(ter!or logo to 4asta Out. )7 &h!s name change $as

also used to romote the ne$ &uscan! 4asta l!ne and ne$ McDonald d!ne;!n menu. &he f!rst

4asta Out ad#ert!sement has the or!g!nal McDonald restaurant be!ng !mloded and recreated, but

$hen they construct the ne$ bu!ld!ng, the s!gn say!ng 4asta Out !s laced on the bu!ld!ng.

Australia

+n Kanuary 19, )779, McDonald started a s!(;$ee% onl!ne #ote !n Austral!a as to $hether

McDonald should become 4asta Out. &hey are also co;brand!ng t$o stores $!th the 4asta Out

logo. Ad#ert!s!ng for the ne$ brand !n#ol#ed the roduct!on team creat!ng a set of a restaurant

called &oscan!8s. As the & suggests, the d!ners !n the f!ct!onal restaurant, comlete $!th

s!gnage and secret record!ng e'u!mentP the customers $ere una$are they $ere eat!ng asta

from McDonald.)1

)@

http://en.wikipedia.org/wiki/Emailhttp://en.wikipedia.org/wiki/Emailhttp://en.wikipedia.org/wiki/April_Fools'_Dayhttp://en.wikipedia.org/wiki/April_Fools'_Dayhttp://en.wikipedia.org/wiki/Pizza_Hut#cite_note-19http://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/Pizza_Hut#cite_note-20http://en.wikipedia.org/wiki/Emailhttp://en.wikipedia.org/wiki/April_Fools'_Dayhttp://en.wikipedia.org/wiki/Pizza_Hut#cite_note-19http://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/Pizza_Hut#cite_note-20


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United 6in;dom

In the n!ted

had ended and that the names of all stores re#!ously con#erted to 4asta Out $ould be con#erted

bac% to McDonald. &h!s $as due to McDonald8s onl!ne oll, $here the results sho$ed that :1C

had chosen to %ee the name McDonald, 19C chose to change the name to 4asta Out.

2onse'uently the name $!ll change bac%, but the menus $!ll cont!nue to !nclude asta.))

Costa Ri9a

In 2osta R!ca, As!de from the McDonald restaurants, there !s another brand called 4OD 4!a

Del!#ered Oot by McDonald, th!s brand !s only for food courts at malls and for e(ress del!#ery.

&h!s $as created to comete on the fast food mar%et $h!le restaurants $!ll concentrate !n

casual food.

S4onsors7i4

In the early 1997s, as art of 4es!2o8s sonsorsh! of &he Ne$s Oour $!th K!m Jehrer =and !ts

former mon!%er, &he MacNe!lTJehrer Ne$sOour>, McDonald $as !ncluded !n the

ac%no$ledgment alongs!de &aco ?ell and


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McDonald $as the sh!rt sonsor of Engl!sh football club Fulham F.2. for the )771H7) season.

&erry Jabonte dro#e selected e#ents $!th McDonald as the r!mary sonsor of h!s U car !n

)773.

McDonald urchased the nam!ng r!ghts to Maor Jeague Soccer club F2 Dallas8 stad!um,

McDonald 4ar% , r!or to !ts oen!ng !n )773.

In March )77@, McDonald artnered $!th er!on 0!reless to offer a free JG mob!le hone $!th

the urchase of a 2heesy ?!tes 4!a.

McDonald !s a sonsor of the Ne$castle !ers !ce hoc%ey team for the )77@T7: EIOJ season !n

the


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• Pne

• Jaipr

• Jodhpr

McDonald has been a reno$ned restaurant s!nce 193:. !t has ma!nta!ned !ts 'ual!ty and good$!ll

s!nce then. It has also been a$arded as the best restaurant cha!n !nternat!onally.

CDONALD IN INDIA

4!a ha#e come a long $ay from the !n!t!al days $hen some of these fast food g!ants l!%e


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F!rst among them $as McDonalds $h!ch changed !ts %!tchen and menu to su!t Ind!an tastes, on

$h!ch I ha#e $r!tten earl!er too, l!n% . ?ut the same !s be!ng follo$ed by McDonald , a loo% at

the!r menu sho$s us ho$ many sec!al e(clus!#e Ind!an !as they ha#e , for #egetar!ans they a

host of 4anner offer!ngs and for Non;#egetar!ans the


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McDonald ; Delh!

• Greater


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• 4une O.+.

2on#ent Street ; 4!a Oultflat

+ther 4!a +utlets

• Dom!no8s 4!a Ind!a

• 4!a 2orner Ind!a

C7a4ter (

RE$IE> OF LI!ERA!URE

--

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INDIAN FAS& F++D MAR


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As lot of Ind!ans are tra#ell!ng abroad and for bus!ness and leasure urose and hence are

e(er!enc!ng a change !n the!r l!festyle and are %een on try!ng ne$ menus and d!shes.

&he success of McDonald/s !s a case !n o!nt. McDonald/s made !ts Ind!a debut !n 1996 and

today !t has around )11 restaurants !n Ind!a.

!%ram ?a%sh!, MD, McDonald/s Ind!a =North East>, !s add!ng that they are target!ng to oen

around 7 lus stores !n the country soon.

"0!th e#er !ncreas!ng ool of $or%!ng oulat!on, nuclear fam!l!es and a rogress!#e m!ddle

class, the demand for fast food already on the r!se $!ll see a tremendous gro$th !n future also,

says R!tu 2haudhr!, 4 Mar%et!ng, N!rula/s.

N!rula/s has :7 !n Ind!a and are lann!ng to oen @7 more t!ll )71).

&he mo#e to *local!e/ the fast food tastes has a!d r!ch d!#!dends and !ncreased brand loyal

customer base for the coman!es.

M2Donald !s %no$n to !ntroduce Ind!an!te #ers!on of !as to attract the local customer base.

Accord!ng to a reort by ASS+2OAM, the consumer send!ng on rocessed food has !ncreased

at an a#erage rate of @.6 er cent annually from )77: to )717 and th!s !s e(ected to r!se at an

a#erage of around :.6 er cent unt!l )71).

&he maor sh!ft !n food hab!ts of urban!tes and the !nterest of the rural oulat!on to try the!r

hands on the fats food menu has a#ed $ay to the gro$th of the fast food #enture.

Related Art!clesB

As er our ne$ research reort "Ind!an Fast Food Mar%et Analys!s, Ind!a !s blessed $!th one of

the fastest gro$!ng fast food mar%ets !n the $orld. &he Ind!an fast food mar%et !s gro$!ng at an

annual gro$th rate of -7;-3C. Almost all b!g fast food brands of the $orld ha#e succeeded !n

ma%!ng the!r resence felt !n the country and most of them ost!ng an arec!able gro$th.

-3

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Most of the oular fast food cha!ns ha#e chal%ed out mass!#e lans for e(and!ng the!r bus!ness

and resence throughout the country. Moreo#er, fore!gn fast food cha!ns are aggress!#ely

e(and!ng the!r resence !n the country. For !nstance, Dom!no/s lan to oen 67;63 outlets e#ery

year for the ne(t three years =)717;)71)>, $h!le um ?rands Inc !s also rear!ng for !ts mass!#e

e(ans!on across the country. It lans to oen 1777 fast food outlets by )713.

Although the mar%et has $!tnessed robust gro$th !n the ast coule of years, !t rema!ns largely

underenetrated and concentrated !n the metrool!tan c!t!es. Oo$e#er, there !s large room for

gro$th !n t!er;II c!t!es, t!er;III c!t!es $h!ch are mostly untaed. &herefore, the future of Ind!an

fast food !ndustry l!es !n masses that l!#e t!er;II and t!er;III c!t!es.

"Ind!an Fast Food Mar%et Analys!s ro#!des e(tens!#e research and obect!#e analys!s of the

fast e(and!ng fast food mar%et !n Ind!a. &he reort has analyed all the #!tal !ndustry trends and

oss!ble gro$th areas for future e(ans!on. It also analyses !mortant dr!#!ng forces !n deta!l

$h!ch $!ll hel cl!ents to understand the mar%et better.

Moreo#er, the reort has !dent!f!ed the !mortant layers oerat!ng !n the sector and made a

searate sect!on $h!ch tal%s about the!r bus!ness e(ans!on lans !n deta!l. Most !mortantly, the

reort also features the forecast on fast food sales !mortant econom!c arameters. &he forecast

!s based on the correlat!on bet$een ast mar%et gro$th and gro$th !n base dr!#ers such as

gro$th !n m!ddle class, urban!at!on, cultural sh!ft and l!festyle changes.

Reresent one of the largest segments of the food !ndustry $!th o#er )77,777 restaurants and

51)7? !n sales !n the .S. alone. Fast food restaurants, also %no$n as 'u!c% ser#!ce restaurants

=SRs>, are noted for the!r short food rearat!on t!me. Some of the largest layers !n th!s

category !nclude !nternat!onal g!ants l!%e McDonald8s and umQ ?rands, nat!onal cha!ns such as

0endy8s and ?urger

S!nce late )776, the fast food !ndustry8s gro$th has been slo$ed by soar!ng food and energy

r!ces &he h!gh r!ces of commod!t!es, comb!ned $!th the hous!ng slum and a $ea%en!ng ob

mar%et re ta%!ng a toll on restaurant send!ng !n the .S. =the $orld8s largest fast food mar%et, by

far>. &he same food and energy !nflat!on that !s corrod!ng consumer send!ng !s also ta%!ng a b!te

out of comany marg!ns.

-6

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Fast food restaurants ha#e na#!gated th!s d!ff!cult landscae $!th #ary!ng le#els of success.

Internat!onal layers such as McDonald8s =M2D> and umQ ?rands =M> ha#e had the most

success as e(los!#e gro$th !n emerg!ng mar%ets has offset r!s!ng costs and a .S. slo$do$n.

+ther coman!es l!%e Son!c and Dom!no8s ha#e turned to ne$ mar%et!ng cama!gns and roduct

!nno#at!on to boost gro$th and rof!tab!l!ty.

U#S# S4endin; Slowdown Ne;ati5el8 Im4a9ts Fast Food Sales

&he .S. accounts for the l!on8s share of fast food send!ng globally. S!nce the f!rst half of )77@,

se#eral forces ha#e ut consumer send!ng !n th!s cr!t!cal mar%et under !ntense ressure. &he

f!rst of these !s a lummet!ng hous!ng mar%et =esec!ally !n the o#erbu!lt areas of Southern

2al!forn!a, Ne#ada and Flor!da> $h!ch roduces a negat!#e $ealth effect among consumers,

d!scourag!ng send!ng. Second, r!s!ng food and energy r!ces ha#e ra!sed !nflat!on to mult!;

decade h!ghs; outac!ng $age ga!ns and shr!n%!ng send!ng o$er. F!nally, the .S. ob mar%et

has deter!oratedP !n the f!rst s!( months of )77:, the economy has shed :3,777 r!#ate sector

obs, $h!le many ha#e seen ob hours reduced Although some !ndustry layers, such as

McDonald8s, ha#e seen cont!nued same store sales gro$th as consumers trade do$n to less costly

food alternat!#es, o#erall the sector has struggled. Accord!ng to the Nat!onal Assoc!at!on of

Restaurants, 33C of restaurant oerators reorted a same;store sales decl!ne !n March )77:

comared to ust ):C $ho reorted !ncreases.

italic text VVVR!s!ng Food 4r!ces 4ressure Fast Food Marg!nsVVV

-@

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O!stor!cal and SDA forecasted 2orn r!ces er bushel

0heat r!ces ha#e s!nce r!sen more dramat!cally; Data rom !"DA

Se#eral factors ha#e contr!buted to a dramat!c r!se !n food r!ces !n recent years, !nclud!ng h!gher

o!l and energy r!cesP the gro$!ng global demand from ra!dly de#elo!ng econom!es such as

2h!na and Ind!aP a $ea% .S. dollarP and a larger share of the gra!n mar%et be!ng d!#erted to

ethanol roduct!on &hese trends ha#e led to the ra!dly r!s!ng r!ces of commod!t!es such as corn

and $heat

After labor, food and be#erage !nuts are the s!ngle largest cost fac!ng fast food restaurant

oerators, account!ng for -- cents for e#ery dollar of sales. ?ecause oerat!ng marg!ns are

already relat!#ely lo$ comared to other !ndustr!es =ty!cally !n the s!ngle d!g!ts> a sl!ght

!ncrease !n these costs can ha#e an outs!ed effect on rof!tab!l!ty. For o#er a year no$,

$holesale food r!ce !nflat!on has been r!s!ng at mult!;decade h!ghs. In )77@, $holesale food

r!ces rose @.6CP as of March )77: that number had !ncreased to :.3C on a year o#er year bas!s

At the same t!me, !ntense comet!t!on l!m!ts the ab!l!ty of fast food oerators to ass along r!s!ng

costs to customers. Increased costs ha#e had a not!ceable effect on fast food comany earn!ngs

$!th oerators such as Dom!no8s, 0endy8s and Kac% In &he ?o( ha#e all reorted cons!stent

'uarterly decl!nes !n oerat!ng marg!ns s!nce the second half of )77@.

-:

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?ecause franch!sers cature a ort!on of re#enue rather than rof!ts, smaller fast food cha!ns that

ha#e a lo$er ort!on of the!r restaurants franch!sed are most #ulnerable to cost !ncreases. Kac% In

&he ?o(, 0endy8s, and Son!c ha#e art!cularly lo$ franch!sed to o$ned restaurant rat!ons.

PRODUC!S

CHOOSE YOUR PIZZA

CREATE YOUR OWN

(reate a pia that6 ctom made -t for o. 4tart *ith or fa#orite

crt, add or topping, and -t the right amont of cheee and ace.

ULTIMATE CHEESE LOVER'S™ PIZZA

(o#ered in cream Alfredo ace and topped *ith delicio cheee.

PEPPERONI LOVER'S ® PIZZA

aered *ith e:tra pepperoni pl e:tra cheee for a pepperoni in e#er

)ite.

-9

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MEAT LOVER'S ® PIZZA

oaded *ith pepperoni, ham, )eef, )acon and aage.

VEGGIE LOVER'S ® PIZZA

Packed *ith fi#e #eggie, inclding freh tomatoe, mhroom, red

onion, green pepper, and )lack oli#e.

SUPREME PIZZA

8r ignatre )lend of pepperoni, pork aage, )eef, mhroom, red

onion and green pepper.

7


41/108

SUPER SUPREME PIZZA

A feat of pepperoni, ham, )eef, pork aage, Italian aage, red onion,

mhroom, green pepper and )lack oli#e.

MEATY P'ZONE ® PIZZA

It6 mlti+meat mahem in there. 4tffed *ith all or fa#orite + pepperoni,

ham, Italian aage, pork, )eef, and of core cheee. 4er#ed *ith etmarinara on the ide.

PEPPERONI P'ZONE ® PIZZA

If pepperoni6 or paion + lot and lot of pepperoni + thi i or P6Lone.

4er#ed *ith et marinara on the ide.SUPREMO P'ZONE ® PIZZA

1


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4a#or Italian aage mi:e *ith freh green pepper and red onion inthi meat+and+#eggie com)o. 4er#ed *ith et marinara on the ide.

TUSCANI MEATY MARINARA

4a#or Italian+eaoned meat ace and rotini pata topped *ith cheeeand o#en+)aked.

TUSCANI CREAMY CHICKEN ALFREDO

Frilled chicken )reat trip and rotini pata o#en+)aked in a cream

Alfredo ace *ith a laer of melted cheee.

BUFFALO BURNIN' HOT

:treme heat for the daring 5ffalo eater.

BUFFALO MEDIUM

5old 5ffalo fla#or *ith a pic kick.

BUFFALO MILD

)


43/108

All the fla#or *ithot the fire.

SPICY ASIAN

Car at fla#or in a pic *eet ace.

SPICY BBQ

4a#or and a *ith -t a little kick.

HONEY BBQ

4*eet tate from the hone ide of the treet.

LEMON PEPPER

Let lemon *ith a pepper pnch.

GARLIC PARMESAN

-


44/108

The toat of Ital, the tate of t*o great fla#or.

NAKED WINGS

2o ace, )t crip, crnch, tender and tat.

The )old, ro)t, effer#ecentl magic cola.

DIET PEPSI ®

ight. (rip. %efrehing. 0ith ero gar, ero calorie, and ero car).

MOUNTAIN DEW ®

0a more energiing and thrit >enching, *ith a one+of+a+kind great tate.

SIERRA MIST

®


45/108

(rip, clean and refrehing lemon+lime oda *ith natral lemon and lime

fla#or and -t the right amont of *eetne to in#igorate or ene and lea#e o totall refrehed.

M2Donald sells !as !n four d!fferent s!esB ersonal =!nd!#!dual ser#!ng>, small,

med!um and large, though most stores ha#e done a$ay $!th the small s!e. A #ar!ety of

to!ngs are a#a!lable, lus sec!alty styles, !nclud!ng Meat Jo#ers, 4eeron! Jo#ers,

2heese Jo#ers, egg!e Jo#ers, Double 2heeseburger, Sureme, Suer Sureme and the

ne$ly !ntroduced 4!a M!a. &he an !a has a th!c%er crust than most other

commerc!ally a#a!lable !as.

M2Donald also sells Stuffed 2rust !a, $!th the outermost edge $raed around a co!l

of moarella cheeseP Oand;&ossed, more l!%e trad!t!onal !er!a crustsP &h!n 8N 2r!sy,

a th!n, cr!sy dough $h!ch $as M2Donald8s or!g!nal styleP D!!n8 Str!s !a, a !a cut

!nto small str!s that can be d!ed !nto a number of saucesP and &he Edge !a, $here

the to!ngs nearly reach to the edge of the !a. &here $as also formerly a crust that

$as not as th!c% as M2Donald8s an !a, and not as th!n as !ts th!n crust. &h!s crust $as

used on the Full Oouse WJ !a and d!scont!nued !n )77@. 9

M2Donald e(er!ments $!th ne$ roducts fre'uently, $!th less successful ones be!ng

d!scont!nued. &hese !nclude the !n!t!ally oular t$o;foot by one;foot s'uare cut !a

?!gfoot, the 16 ?!g Ne$ or%er, made $!th a s$eet sauce, the 2h!cago D!sh 4!a and

S!c!l!an !a, the latter also offered !n )776 as Jasagna 4!a. +ther roducts M2Donald

has offered are the 48one, M2Donald8s #ers!on of the caloneP the 2heesy ?!tes !a,

s!m!lar to the Stuffed 2rust !a e(cet the crust has been d!#!ded !nto ): b!te;s!ed

!eces that can be ulled aartP and the Ins!der !a, $here a layer of cheese !s !n

bet$een t$o layers of dough. Another l!m!ted t!me offer $as a Double Dee !a $!th

3

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double the to!ngs and 37C more cheese, $!th the crust $raed o#er the to to hold !n

all the to!ngs. In 19:3 M2Donald !ntroduced the 4r!ao17, a t$o;crusted Ital!an !e

that resembled a dee;d!sh !a. ar!et!es !ncluded 4r!ao M!lano, a blend of Ital!an

sausage, eeron!, beef, or% f!ll!ngs, a h!nt of bacon, moarella and cheddar cheeseP

4r!ao Florent!ne, a l!ght blend of f!#e cheeses $!th ham and a touch of s!nach, and

4r!ao Roma, stuffed $!th eeron!, mushrooms, Ital!an sausage, or% f!ll!ng, on!ons,

moarella and cheddar cheese. &he double;crusted !e $as toed $!th a layer of tomato

sauce and melted cheese. &he 4r!ao $as !ntroduced by a 513 m!ll!on ad#ert!s!ng

cama!gn, but ro#ed too labor;!ntens!#e and $as remo#ed from the menu se#eral years

later.

In add!t!on to !a, also sold !s garl!c cheese bread =not !n all locat!ons>, lus a number

of s!de d!shes !nclud!ng bread st!c%s, cheese st!c%s, c!nnamon st!c%s, moarella st!c%s,

on!on r!ngs, ch!c%en $!ngs =some stores ha#e !ntegrated $!th another cha!n %no$n as

0!ngStreet $h!ch offers a $!de #ar!ety, such as ?uffalo ?urn!ng Oot, ?uffalo Med!um,

?uffalo M!ld, Ooney ??, S!cy ??, Garl!c 4armesan, 2aun, S!cy As!an> boneless$!ngs,

ch!c%en munchers, alaeXo oers, ueaas =otato b!tes f!lled $!th

cheese and alaeXo fla#or>, a bas%et of taters or tater tots and fr!ed ale !es. Deend!ngon the

!nd!#!dual restaurant s!e, M2Donalds also may offer asta d!nners such

as saghett! and #a$atini H a m!(ture of 2a#atell! =shells>, Rot!n! =s!rals>, and Rotelle

=$heels>.

A ne$, uscale concet $as un#e!led !n )77, called M2Donald Ital!an ?!stro. n#e!led

6

http://en.wikipedia.org/wiki/Pizza_Hut#cite_note-9http://en.wikipedia.org/wiki/Bread_stickshttp://en.wikipedia.org/wiki/Cinnamon_stickshttp://en.wikipedia.org/wiki/Mozzarella_stickshttp://en.wikipedia.org/wiki/Onion_ringshttp://en.wikipedia.org/wiki/Pastahttp://en.wikipedia.org/wiki/Spaghettihttp://en.wikipedia.org/wiki/Cavatellihttp://en.wikipedia.org/wiki/Cavatellihttp://en.wikipedia.org/wiki/Rotinihttp://en.wikipedia.org/wiki/Rotellehttp://en.wikipedia.org/wiki/Pizza_Hut#cite_note-9http://en.wikipedia.org/wiki/Bread_stickshttp://en.wikipedia.org/wiki/Cinnamon_stickshttp://en.wikipedia.org/wiki/Mozzarella_stickshttp://en.wikipedia.org/wiki/Onion_ringshttp://en.wikipedia.org/wiki/Pastahttp://en.wikipedia.org/wiki/Spaghettihttp://en.wikipedia.org/wiki/Cavatellihttp://en.wikipedia.org/wiki/Rotinihttp://en.wikipedia.org/wiki/Rotelle


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at f!fty locat!ons nat!on$!de, the ?!stro !s s!m!lar to a trad!t!onal M2Donald, e(cet that

ne$, Ital!an themed d!shes are offered, such as enne asta, ch!c%en omodoro, toasted

sand$!ches and other foods. Instead of blac%, $h!te, and red, ?!stro locat!ons feature a

burgundy and tan mot!f. M2Donald ?!stros st!ll ser#e the cha!n8s trad!t!onal !as and

s!des as $ell. In some cases, M2Donald has relaced a Red Roof locat!on $!th the ne$

concet.

A ne$ #ers!on of M2Donald !a, named 4!a M!a $h!ch !s l!ghtly coo%ed and toed,

$as !ntroduced !n )77@. &he roduct !s a!med at the cost sens!t!#e consumer segment and

!s r!ced s!m!larly to the Dom!no8s 333 deal, $here each !a !s r!ced at f!#e dollars !f

urchased !n bul% of three or more. In comar!son, a M2Donald med!um s!ed, hand;

tossed eeron! !a !s !nternat!onally r!ced at 517.) =Dallas, &e(as 1T1T)779>. &he

4!a M!a comes !n only one s!e =med!um> and e(tra to!ngs range from 51.)3 to

51.9. +ne sl!ce of M2Donald eeron! 4!a M!a $e!ghs :- grams, $h!le one sl!ce of

M2Donald eeron! hand;tossed !a $e!ghs 96 grams.

M2Donald on May 9, )77:, created and sold !n Seattle, Den#er, and Dallas, "&he

Natural, a ne$ all;natural mult! gra!n crust s$eetened $!th honey, a red sauce of organ!c

tomatoes and toed all;natural cheese =or $!th all;natural ch!c%en sausage and roasted

red eers>. A med!um Natural !a $!th one to!ng sold for 59.99. &h!s $as

d!scont!nued on +ctober )@, )779 !n the Dallas mar%et. It has s!nce launched a

nat!on$!de ad#ert!s!ng cama!gn. Also !n )77:, M2Donald created the!r b!ggest !a

e#er, the 4anormous 4!a. It has 16 !eces.

M2Donald !ntroduced the ?!g Eat &!ny 4r!ce Menu on Kune )1, )779. It features ne$

4!a Rolls, the 48Yone 4!a, ne$ 4ersonal 4anormous 4!a, and the 4!a M!a 4!a,

@

http://en.wikipedia.org/wiki/Pennehttp://en.wikipedia.org/wiki/Pennehttp://en.wikipedia.org/wiki/Pennehttp://en.wikipedia.org/wiki/Pizza_Hut#cite_note-news-press-14http://en.wikipedia.org/wiki/Domino'shttp://en.wikipedia.org/wiki/Pennehttp://en.wikipedia.org/wiki/Pizza_Hut#cite_note-news-press-14http://en.wikipedia.org/wiki/Domino's


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each !tem start!ng at 53.77 or 53.99.

M2Donald !ntroduced stuffed an !a on August )-, )779 $!th 517.99 for one to!ngs

and sec!alty for 51-.99. nl!%e regular stuffed crust cheese !s not !ns!de the crust, ust

ressed !nto the an crust.

Understandin; t7e maret 4la9e

It cons!sts of f!#e stesB

Needs , $ants demands

Mar%et!ng offer

2ustomer #alue sat!sfact!on

E(change relat!onsh!

Mar%et

:


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NEEDS &>AN!S AND DEANDS -

NeedB

&o eat someth!ng good !ts customer need and M2Donald fulf!ll the!r need accord!ng to

the!re(ectat!ons and fulf!ll the des!re of hunger.

0antsB

Ma!nly !a of M2Donald !s not the bas!c need of eole but !t !s a $ant of those $ho

$antsome e(tra or they $ant to celebrate some sec!f!c occas!on, and they celebrate

these$!th M2Donald.

DemandB

M2Donald also g!#e cons!derable and roer attent!on to demands of eole. In ne$

roduct de#eloment, M2Donald cons!ders demands of eole sec!ally. &here arese#eralstes to

go through before they launch a ne$ roduct.

&he f!rst ste !s to carry out research to f!nd outB

• 0hat eole th!n% about !as =$hat role do they lay !n eole8s l!#es, $hen do

• they eat them and so on>L

• 0hat do they l!%e about !asL

9


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• 0hat do they d!sl!%e about !asL

• 0hat do they $ant from !asL

aretin; offer-

CDonald creates a mar%et offer #ery much accord!ng to mar%et. It !s offered to sat!sfy

need or $ant. &he !nformat!on !s collected together and used to create !deas for

rototyes. &he !deas are tested f!rst, before they ma%e any !as. Customer 5alue satisfa9tion-

M2Donald create certa!n e(ectat!ons among !ts customers, !s fulf!ll!ng !t accurately, and

get a good !mage !n m!nds of customers. Its customers are sat!sf!ed by !ts 'ual!ty as !t

sat!sf!es the!r e(ectat!ons. &hey g!#e bas!c r!or!ty to the!r customers.

E397an;e relations7i4s-

M2Donald has ma!nta!ned #ery good relat!onsh!s $!th !ts customers. It bel!e#es on

e(change through relat!onsh!s. &hey create relat!onsh!s by offer!ng the best roduct

and best ser#!ces to the!r customers for e(amle they are offer!ng to the!r customers

home del!#ery ser#!ces ro#!d!ng roducts accord!ng to customer/s re'u!rement.

aret-

M2Donald !s enter!ng !n global as $ell as local mar%et. ?e!ng that M2Donald holds the

mostmar%et !n the !a !ndustry all around the $orld, they erce!#ed 'ual!ty and ser#!ceof thecomany $!ll hel to ensure a better than a#erage chance at a successful

!ntroduct!on of ane$ roduct. &he !a !ndustry f!rms are famous for !ntroduc!ng ne$

roducts to sar%short;term sales !n a#a!lable mar%etlaces. M2Donald as stated earl!er

has been #erysuccessful at accoml!sh!ng th!s !n d!fferent mar%ets. &he !ntroduct!on of a

roduct that%ees $!th today8s trends !s also !mortant to reduce the r!s% of fa!lure. In

recent years,there has been an !ncrease !n the mar%et!ng of roducts $!th an e(treme

37


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t$!st to them.Mounta!n De$, $h!ch !s a brand name o$ned by M2Donalds arent

comany, 4es!2o, hasbeen #ery successful at reos!t!on!ng !tself to th!s segment of the

mar%et, $h!ch hassar%ed ne$ !nterest !n the soft dr!n%. Many other !m!tators ha#e

follo$ed the!r e(amleand ha#e been successful as $ell. M2Donald has the resources

a#a!lable to research and!mlement a ne$ roduct $!th great success !n globally

mar%etlace.

31


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*# CUS!OER DRI$EN AR6E!IN2 S!RA!E2%-

M2Donald/s mar%et!ng strategy !s #ery s!mleB "$e $ant to sat!sfy our customer boffer!ng

them the best. &he!r ma!n segment $h!ch they ha#e catured !s comb!nat!on of h!gher

!ncomes dual career fam!l!es. &he!r ma(!mum mar%et segment !s younger generat!on

ranges from 1);-7.

Another b!g strength and e#en a comet!t!#e ad#antage !s the fact that they ha#e a full

ser#!ce restaurant as $ell as del!#ery ser#!ces. Most of M2Donald8s comet!tors do not

ha#erestaurants. ?ecause of the restaurant, M2Donald can mar%et to d!fferent segments

thatother !a cha!ns cannot. For e(amle, M2Donald can mar%et to fam!l!es much

eas!er thanDom!no8s or J!ttle 2aesar8s. M2Donald offers a s!t;do$n, con#ersat!onal tye

restaurant$here fam!l!es can ta%e the!r ch!ldren for b!rthday art!es. M2Donald8s broad

select!on ofroducts also ma%es !t eas!er for them to mar%et to d!fferent mar%et

segments.

&he other t$o strateg!es follo$ed by M2Donald are 2.O.A.M.4.S =2leanl!ness,

Oos!tal!ty,Accuracy, Ma!ntenance, 4roduct 'ual!ty and Seed> and -F/s =Fun, Fr!endly

Fam!l!ar>.

&hese t$o strateg!es ha#e really heled M2Donald to e#ol#e out as a mar%et leader $!th

acomet!t!#e ad#antage

3)


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CDONALD IN INDIA

4!a ha#e come a long $ay from the !n!t!al days $hen some of these fast food g!ants l!%e


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menu has changed to ser#e the Ind!an alate. F!rst among them $as McDonalds $h!ch

changed !ts %!tchen and menu to su!t Ind!an tastes, on $h!ch I ha#e $r!tten earl!er too,

l!n% . ?ut the same !s be!ng follo$ed by M2Donald , a loo% at the!r menu sho$s us ho$

many sec!al e(clus!#e Ind!an !as they ha#e , for #egetar!ans they a host of 4anner

offer!ngs and for Non;#egetar!ans the


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• 2reater 6ailas7 I

Blo9 aret + CDonald

• 2ur;aon

Ud8o; $i7ar + CDonald Hel4line

• HauJ 67as

2rater 6ailas7 I + CDonald• ore

• CDonald + H8derabad

• ubilee Hills

ad7a4ur + CDonald

• BanKara Hills

Road No# *(& A#C# 2uards + CDonald

• CDonald + 6olata

• Bid7an Na;ar

Salt Lae + CDonald

• Cir9us A5enueCama9 Street + CDonald

• ore

• CDonald + umbai

• I#I#!# Powai

Hiranandani Business Par + CDonald

• Pune H#O#

Con5ent Street + PiJJa Hultflat

• Ot7er PiJJa Outlets

• Dominos PiJJa India

•PiJJa Corner India

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59/108

&he menu ro#!ded at the M2Donald franch!se !s that of a comlete meal. 2ustomers are

cons!dered as honoured guests at the fast food franch!se and are treated accord!ngly. It !s

the customer sat!sfact!on ro#!ded by the sec!alty food franch!se that enabled !t to

os!t!on !tself at the to of the Ind!an fast food mar%et.

&he fast food franch!se also ensures that !t adds an Ind!an touch to all the #ar!et!es of

!as that !t ma%es a#a!lable to Ind!an customers. ar!ous del!c!ous comb!nat!ons are

tested at the Ind!an M2Donald franch!see outlets by blend!ng the or!g!nal menu $!th

Ind!an fa#our!tes to ma%e fresh salads, garl!c based breads, sous, yummy astas and

del!c!ous desserts.

&he emloyees of the restaurant suort centre of the M2Donald fast food franch!se $h!ch

funct!ons !n Ne$ Delh! $or%s hard to lace M2Donald at the to of Ind!an mar%et. &he

suort centre ta%es care of f!nance, legal and mar%et!ng s!des of the Ind!an oerat!ons of

M2Donald franch!sees.

2lobaliJation of fast food industr8

McDonald%s in Mosco&

In )776, the global fast food mar%et gre$ by .:C and reached a #alue of 17). b!ll!on

and a #olume of :7.- b!ll!on transact!ons. 19 In Ind!a alone the fast food !ndustry !s

39

http://www.franchisebusiness.in/Franchises/Fast-Food-3521http://en.wikipedia.org/wiki/Fast_food#cite_note-18http://en.wikipedia.org/wiki/Fast_food#cite_note-18http://en.wikipedia.org/wiki/File:McDonald's_in_Moscow,_2008.jpghttp://www.franchisebusiness.in/Franchises/Fast-Food-3521http://en.wikipedia.org/wiki/Fast_food#cite_note-18


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gro$!ng by 7C a year.)7

McDonald8s !s located !n 1)6 countr!es and on 6 cont!nents and oerates o#er -1,777

restaurants $orld$!de.)1 +n Kanuary -1, 1997 McDonald/s oened a restaurant !n

Mosco$, and bro%e oen!ng day records for customers ser#ed. &he Mosco$ restaurant !s

the bus!est !n the $orld. &he largest McDonald/s !n the $orld !s located !n ?e!!ng,

4eole8s Reubl!c of 2h!na.

&here are numerous other fast food restaurants located all o#er the $orld. ?urger

has more than 11,177 restaurants !n more than 63 countr!es.


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PiJJa in India

4!a !s a emerg!ng fast food !n Ind!an urban areas. 0!th the arr!#al of branded !a

such as Dom!no8s and M2Donald !n early to m!d 1997s, !t has reached almost all maor

c!t!es !n Ind!a by )717 4!a outlets ser#e !as $!th se#eral Ind!a based to!ngs l!%e&andoor!

2h!c%en and 4aneer . Ind!an !as are generally made more s!cy, comared to the!r $estern

counterarts, to su!t Ind!an taste. Along $!th Ind!an #ar!at!ons, more

con#ent!onal !as are also eaten. 4!as a#a!lable !n Ind!a range from local!ed bas!c

#ar!ants a#a!lable !n ne!ghborhood ba%er!es to gourmet !as $!th e(ot!c and !morted

!ngred!ents a#a!lable at sec!alty Ital!an restaurants.

Healt7 issues

4!a can be h!gh !n salt, fat and calor!es. &here are concerns about negat!#e health

effects.13

M2Donald has come under cr!t!c!sm for the h!gh salt content of some of the!r

meals $h!ch $ere found to conta!n more than t$!ce the da!ly recommended amount of

salt for an adult.16

Euroean nutr!t!on research on the eat!ng hab!ts of eole $!th cancer of the mouth,

oesohagus, throat or colon sho$ed those $ho ate !a at least once a $ee% had less

chance of de#elo!ng cancer, they found. Dr S!l#ano Gallus, of the Mar!o Negr! Inst!tute

for 4harmaceut!cal Research !n M!lan,1@ $ho led the research sa!dB 0e %ne$ that

tomato sauce could offer rotect!on aga!nst certa!n tumors, but $e d!d not e(ect !a as

a comlete meal also to offer such rotect!#e o$ers. N!cola +82onnor, of 2ancer

Research


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robably be loo%ed at !n the conte(t of $hat $e already %no$ about the Med!terranean

d!et and !ts assoc!at!on $!th a lo$er r!s% of certa!n tyes of cancer.

&he secret !s robably lycoene, an ant!o(!dant chem!cal !n tomatoes, $h!ch !s thought

to offer some

Documents

A Study of Consumer Satisfaction Retention in MacDonald (Pizza Hut)